Don't be afraid to ask the tough questions. You are forming a short term partnership with the trade show organizer. Approach it the same way you'd assess any other potential business relationship.
You need to know the event's operational history. Has the show been around for a while and growing every year, or is this a brand-new enterprise? Who were the previous sponsors? How much did they pay to be involved? What are the organizers' backgrounds? Are they affiliated with any non-profit or political organizations?
Check the date of the event and check to make sure that it does not conflict with any other events your company wishes to have a presence at. You should also be provided with a full and complete list of event attractions, including educational programming and receptions.
Sponsorship works best in the context of a relationship. You will often see the same companies supporting the same events year after year after year. This synergy creates a special, unique 'brand' for the duration of the event, a brand that the buying public begins to count on and expect. Make sure you enquire about on-going sponsorship opportunities, as well as cross-promotion opportunities.
Don't dilute your brand by sponsoring every event that comes along. You can afford to be selective here. Pick the one or two events that most closely mirror your corporate image and philosophy - those are the shows that will help you meet your sponsorship goals.
Once you've made up your mind what events you'd like to be affiliated with, contact the event organizers right away. Many sponsorship opportunities are highly competitive and space is limited. There's not a lot of time to dawdle if you want one of only two or three premier spots.
Finally, don't feel limited to what sponsorship opportunities the show organizers offer. If you have a great idea, talk to the organizers about it. Chances are that show organizers will welcome your creativity and they'll be more than willing to accommodate your plan.
Written by Susan A. Friedmann, CSP, The Trade Show Coach, Lake Placid, NY, author: "Meeting & Event Planning for Dummies," working with companies to improve their meeting and event success through coaching, consulting and training. Visit The Trade Show Coach for a free copy of ExhibitSmart Tips of the Week.